Since 1987, the victors of the NFL's biggest game have loudly announced their plans to go to Disney World or Disneyland to cameras, one of the longest running and most successful marketing campaigns the Magic Kingdom has had. A lot has change in the last 36 years, though, especially when it comes to pricing.

Yes, the legendary tradition of the Super Bowl MVP shouting, "I'm going to Disneyland!" remains a cultural staple in 2026. Following Super Bowl LX in Santa Clara on February 8, 2026, the championship parade was held at Disneyland Park in Anaheim on Monday, February 9. The specific park chosen—Disneyland in California or Walt Disney World in Florida—is usually determined by the host city of the game to ensure the player can make the journey quickly for the next-day celebration. Because the 2026 game was held at Levi's Stadium, the celebration stayed on the West Coast. This "High-Fidelity" marketing campaign, which began in 1987 with Phil Simms, has evolved into a multi-platform event. In 2026, Disney and ESPN collaborated on a "24-hour Handoff" event that broadcast the parade live, honoring the victors with a cavalcade down Main Street, U.S.A. While the MVP is the star, often other key players from the winning team join the festivities, making it a "must-see" event for fans who happen to be in the park.